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Internet Marketing Communications Chapter 09 of Chaffey, D., Ellis-Chadwick, F., Mayer, R., & Johnston, K. (2009). Internet Marketing: Strategy, Implementation and Practice: Financial Times/Prentice Hall. Tuesday , 13 -July-2010 Kilen 2.75, CBS, Frederiksberg, Denmark

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slide1
Internet Marketing Communications

Chapter 09of Chaffey, D., Ellis-Chadwick, F., Mayer, R., & Johnston, K. (2009). Internet Marketing: Strategy, Implementation and Practice: Financial Times/Prentice Hall.

  • Tuesday, 13-July-2010
  • Kilen 2.75, CBS, Frederiksberg, Denmark
  • DØK HU2D - Internet Marketing: Lecture 12
  • Course Webpage: http://www.itu.dk/people/rkva/2010-Summer-IM/
  • Facebook Group: http://www.facebook.com/group.php?gid=133258548012
  • Etherpad: http://ietherpad.com/d5mBZdMDe6
consumer decision making

Consumer Decision-Making

Figure 9.1 Percentage who consider the different information sources as important when researching or considering a product or service

Source: Brand New World (2004)

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Internet Marketing Communications

Special topics will cover six different kinds of internet advertising:

Search Engine Marketing

Social Media Marketing

Viral Marketing

Mobile Marketing

Augmented Reality Advertising

In-Game Advertising and Advergaming

organic search

Organic Search

Figure 9.4 Stages involved in producing a search engine listing for the natural listings

affiliate marketing model

Affiliate Marketing Model

Figure 9.9 The affiliate marketing model (note that the tracking software and fee payment may be managed through an independent affiliate network manager)

ad click through rates

Ad Click-Through Rates

Figure 9.10 Ad click-through rates registered in different European countries by ad serving company Ad Tech The vertical axis in each chart is the click-through late (CTR %).

Source: http://www.adtech.info/news/pr-070510.htm

interactive display advertising model

Interactive Display Advertising Model

Figure 9.11 Basic model for interactive display advertising

behavioral targeting

Behavioral Targeting

Figure 9.12 Behavioural ad targeting process

ad